Shows
B2B Marketing FuturesE133: Fit vs Intent: Where Should Marketers Really Place Their Bet?Fit vs Intent: Where Should Marketers Really Place Their Bet?B2B marketers face a constant strategic challenge: should they prioritize accounts that perfectly match their ICP or focus on buyers showing active intent in the market?In this episode of B2B Marketing Futures, sponsored by Adzact, a global panel of senior marketing leaders explores how to balance fit and intent for smarter targeting. They discuss ICP development, intent signal accuracy, sales and marketing alignment, website engagement signals, and ABM complexity, offering actionable frameworks and real-world examples that...
2025-12-0440 minB2B Marketing FuturesE132: Can AI Replace the Marketer?Can AI Replace the Marketer? AI is reshaping marketing at record speed. From content and targeting to analytics, orchestration and customer intelligence, automation is transforming how teams operate every day. But as AI takes over more of the execution, what does it mean for the future of marketers, creative strategy and brand building?In this episode of B2B Marketing Futures, sponsored by Adzact, we bring together a global panel of senior marketing leaders to explore what AI can and cannot replace. We discuss how AI is changing workflows, what...
2025-11-2442 min
B2B Marketing FuturesE102: Intent, LinkedIn Ads & ROI: AJ Wilcox and Neelam Agarwal on B2B Targeting with 6SenseWhat happens when you combine second-party intent data from 6Sense with the world’s most expensive ad platform, LinkedIn?In this episode of B2B Marketing Futures, host Joaquin Dominguez explores how top marketers are using intent platforms like 6Sense to drive high-performing, cost-effective LinkedIn campaigns. Joined by AJ Wilcox, founder of B2Linked and leading expert on LinkedIn Ads, and Neelam Agarwal, Senior Digital Marketing Manager at Pure Storage, we unpack practical strategies for aligning targeting, messaging, bidding and attribution across the funnel.👉 Learn how Neelam uses real-time 6Sense signals to build dynamic LinkedIn audie...
2025-05-2135 min
B2B Marketing FuturesE100: The Truth About LinkedIn Ads: Creativity, Retargeting & Wasted SpendThe Truth About LinkedIn Ads: Creativity, Retargeting & Wasted SpendIn this episode of B2B Marketing Futures, we go deep into what actually works in LinkedIn advertising. Host Joaquin Dominguez is joined by AJ Wilcox (Founder of B2Linked and host of the LinkedIn Ads Show), Eddie Casado (Head of Growth Marketing at Mouseflow), and Tom Gatten (CEO of Adzact) to unpack how leading marketers are making B2B ads perform.🎯 Learn how to:Keep social actually social with creative-first LinkedIn ad strategiesUse video to build retargeting funnels that convertAvoid wasting budget on "click spo...
2025-05-1343 min
B2B Marketing FuturesE94: Aligning Channels, Data, and Sales for Pipeline GrowthB2B marketers are under more pressure than ever to build pipeline across multiple channels while keeping messaging, data, and sales strategy perfectly aligned. In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three experienced marketers to explore what it really takes to run successful multi-channel demand generation programs in 2025.Guests:Craig Abramson – Senior Demand Generation Manager, WorkdaySarah Barbod – Demand Generation Manager, KognitivSarah Thomas – Revenue Technology Automation Manager, ConnectWiseTogether, they discuss:How to orchestrate paid, organic, ABM and event marketing campai...
2025-04-1931 min
B2B Marketing FuturesE93: Marketing Metrics That MatterIn this episode of B2B Marketing Futures, host Joaquin Dominguez (Head of Marketing at Adzact) sits down with four B2B marketing leaders to unpack a challenge every marketer faces: which marketing metrics actually matter?Joining the conversation:Rajesh Char, Senior Director of Digital Marketing at Thermo Fisher ScientificJoe Prather, Digital Marketing Analyst at Progress SoftwareLogan Lloyd, Email Marketing & Automation Manager at Sprout SocialRob Kiser, Director of Product Marketing at AvePointFrom the fall of vanity metrics to the rise of signal-based strategies, the group dives deep into:Why open rates and industry...
2025-04-1731 min
B2B Marketing FuturesE92: Scaling Multichannel StrategiesToo many B2B teams are still treating channels like silos—paid over here, organic over there, brand in a different room entirely.But buyers don’t move that way. And if we want to build meaningful pipeline, neither should we.In this episode of B2B Marketing Futures, we explored what it really takes to scale multi-channel strategies—and why alignment, simplicity, and creative discipline matter more than ever.We covered: – Why brand and performance aren’t a trade-off—they amplify each other – How high-quality creative, powered by first-party da...
2025-04-1143 min
B2B Marketing FuturesE91: ICP in 2025: How Well Do You Really Know Your Customers?In this episode of B2B Marketing Futures, Joaquin Dominguez brings together five senior marketing leaders to explore the evolving definition of the Ideal Customer Profile (ICP). From the rise of anti-ICPs to the challenges of operationalising segmentation across global teams, this conversation goes deep into what it takes to truly understand and reach your best-fit customers in 2025.Featuring insights from: Sophia Martin, Group Product Marketing Manager at ConfluentAntony Chang, Regional Marketing Leader at BrightcoveJonah Youdeem, Product Marketing Director at EightfoldSush Koka, Director of Product Marketing at Bamboo RoseVivian Jordan, Senior Product...
2025-04-0943 min
B2B Marketing FuturesE90: B2B marketing is all about logic, right? Think again.In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Becky Stables (Catalyst IT) and Rachel Behrens (Workiva) to explore a powerful but often overlooked force in B2B: emotion. They discuss why emotional appeal isn't just for B2C, how to make space for it in long buying cycles, and why trust and authenticity matter more than ever. From public sector data projects to field marketing surprise moments, Becky and Rachel share how emotional storytelling drives engagement—and where it can go wrong. Whether you're building webinars, brand campaigns or customer journeys, this episode will le...
2025-04-0426 min
B2B Marketing FuturesE89: Sales and Marketing Alignment From Silos to SynergyIn this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing, Adzact) is joined by Amy Elrington (Marketing Operations Manager, GWI) and Gary McAllister (Product Marketing Lead, Flexera) to unpack one of B2B’s most persistent challenges: aligning sales and marketing. From ensuring consistent messaging to improving lead quality and using technology with intent, the panel explores how better collaboration can unlock growth. Expect practical strategies, real-world examples, and fresh takes on creating a unified revenue engine. Hosted on Acast. See acast.com/privacy for more information.
2025-03-3129 min
B2B Marketing FuturesE88: Strategies for Sustainable Pipeline GrowthIn this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing at Adzact) sits down with Justin Noll (VP of Marketing at Sense) and Phillip Lewis (Marketing & PR Manager, Americas at Hexagon) to unpack the future of demand generation.They dive into the key challenges B2B marketers face in 2025—from doing more with less, to navigating shifting buyer behaviour, and leveraging AI without losing the human touch. The conversation explores how top teams are rethinking metrics, aligning content with paid and organic efforts, and driving meaningful engagement in a world where on...
2025-03-2837 min
B2B Marketing FuturesE87: Sales and Marketing AlignmentDespite chasing the same revenue goals, sales and marketing teams often struggle to truly work together. In this episode of B2B Marketing Futures, host Joaquin Dominguez sits down with four industry leaders—Keith Rabkin (President at PandaDoc), Red Drummond (Senior Marketing Manager at Wood Mackenzie), Jason Recacho (Solutions and Ecosystems Expert), and Mark Towler (Product Marketing Expert)—to unpack the real friction points between sales and marketing and how to overcome them.Expect a candid conversation covering:The root causes of misalignment and how incentives can sabotage collaborationWhy MQLs don’t cut it anymore—and how...
2025-03-2431 min
B2B Marketing FuturesE86: Attribution in B2B: What’s Working, What’s Not, and What’s NextIn this episode of B2B Marketing Futures, we dive into one of the most hotly debated topics in marketing: attribution. Joaquin Dominguez is joined by Meghan Harris (SoftServe), Manish Rai (SnapLogic), and Yuliya Maystruk (Redpanda Data) to unpack the complexity of measuring impact in long, multi-touch B2B sales cycles.From aligning sales and marketing data to experimenting with AI-powered models, our guests explore what’s working today—and where the gaps still are. Expect candid insights on CRM integration, data granularity, offline events, the role of AI, and how attribution can (and should) inform stra...
2025-03-2136 min
B2B Marketing FuturesE85: Why Your B2B Pipeline is Slowing Down—And How to Fix It B2B companies are facing mounting challenges in keeping their sales pipelines full. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, sits down with Lindsey Reisbeck (Head of Marketing Operations at Miro) and Michael Moreno (Founder at RevGenAI) to uncover why pipeline slowdowns are happening—and what marketing and sales teams can do about it.The discussion dives into:The impact of market saturation and information overload on pipeline generationWhy traditional intent data and lead-gen tactics are becoming less effectiveHow AI-driven strategies and first-party data ar...
2025-03-1429 min
B2B Marketing FuturesE84: Relationship and Community BuildingIn today's digital landscape, genuine community-building is a game-changer for B2B marketing. In this episode of the B2B Marketing Futures podcast, hosted by Joaquin Dominguez, Head of Marketing at Adzact, leading experts explore how businesses can leverage communities to drive deeper engagement, trust, and long-term success.Guests: 🎙️ Aaron Weekes – Performance Marketing Manager, Refine Labs 🎙️ Marcie Walker – Senior Community Marketing Manager, LucidLink 🎙️ Patrick Meehan – Enterprise Account Director, GWI 🎙️ Peter Murphy Lewis – Fractional CMOKey Takeaways: ✅ Why trust-based communities are more powerful than traditional marketing channels...
2025-03-1235 min
B2B Marketing FuturesE83: The use of Emotion in B2B MarketingB2B marketing has long been dominated by logic, data, and ROI-driven decisions—but is that enough in today’s digital landscape? In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by an expert panel to explore the growing role of emotion in B2B marketing and why it’s more critical than ever.Our guests—April Leatherman (EPAM Systems), Jane Fanning (formerly Dell Technologies), Hadar Livne (ex-Kaltura), Misty Valdriz (Infineon Technologies), and Palmer Wallace (Qualys)—share insights on balancing emotion with credibility, humanising brands through social media, and creating marketing that resonates beyond jus...
2025-03-1047 min
B2B Marketing FuturesE82: The CRO’s Guide to Winning at Every Growth StageScaling revenue is never simple. CROs and CMOs face mounting challenges—setting realistic targets, aligning cross-functional teams, and sustaining long-term growth. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, sits down with industry experts to unpack the playbook for building scalable revenue engines, driving marketing-sales alignment, and leveraging data for smarter decision-making.🔥 Featuring:🚀 JD Miller – Author of The CRO’s Guide to Winning in Private Equity, Operating Advisor at Rothschild’s Five Arrows Capital📈 Larry Carillo – VP of Marketing at Rafay Systems🔑 What You'll Learn:✔️ How CROs and CMOs can set...
2025-03-0752 min
B2B Marketing FuturesE81: Intersection of Organic and Paid MediaToo many brands still treat organic and paid social as separate strategies—but what happens when you bring them together? In this episode of B2B Marketing Futures, Joaquin Dominguez sits down with Dominic Gemelli and Zoe Minogianni from SoSafe to explore how aligning paid and organic efforts creates a multiplier effect for B2B brands.🎯 Key takeaways:Why organic builds trust while paid accelerates reachHow paid campaigns that mimic organic content drive better performanceWhy memes, thought leadership, and authentic engagement matter more than everThe best way to test content cheaply before scaling into case studies, video...
2025-03-0533 min
B2B Marketing FuturesE80: The Sales Pipeline Problem: Why Everyone’s Struggling and How to Fix ItBuilding a high-quality sales pipeline has never been more complex. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, is joined by Ananda Narasimhan (Director of Marketing Operations at Clevertap) and Sunniya Saleem (VP of Digital Marketing at Creatio) to unpack the evolving challenges of pipeline management.From regional market dynamics and shifting buyer intent to AI's growing role in demand generation, our guests explore what it takes to drive pipeline efficiency in an era of economic uncertainty and digital transformation. They share insights on refining targeting strategies, improving sales and marketing alignment, and leveraging...
2025-03-0338 min
B2B Marketing FuturesE79: Redefining ICPs in 2025 – How Well Do You Know Your CustomersAs B2B markets evolve, so must our approach to defining the Ideal Customer Profile (ICP). In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Dawn Crew (CMO, Trulioo) and Aishwarya Thakur (Product Marketing Manager, Quid) to explore how businesses are refining their ICPs for 2025.We discuss:✅ Why ICPs are more than just firmographics✅ The role of behavioural insights and buying intent✅ Challenges in aligning sales, marketing, and product teams✅ The impact of technology and data on segmentation✅ Strategies for making ICPs more...
2025-02-2731 min
B2B Marketing FuturesE78: Creative is the New Targeting: Jen Rapp, CMO at Superside, on Brand Strategy, Performance Marketing, and Empowering FoundersIn today's episode of B2B Marketing Futures, we're thrilled to welcome Jen Rapp, Chief Marketing Officer at Superside, whose impressive career journey includes shaping narratives at iconic brands like Patagonia, DoorDash, and Klaviyo. Jen shares invaluable insights into blending brand strategy, creative leadership, and performance marketing, emphasizing why "creative is the new targeting." We explore how B2B marketing is increasingly adopting the emotional resonance traditionally seen in B2C campaigns, and Jen reveals how Superside is revolutionizing collaboration between creative teams and marketers through innovative tools like Super Ads. Tune in for an inspiring discussion on authentic storytelling...
2025-02-2330 min
B2B Marketing FuturesE77: Why Sales and Marketing Must Work TogetherMisalignment between sales and marketing can lead to inefficiencies, wasted resources, and missed opportunities—but when these teams collaborate effectively, the results are game-changing. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by industry experts to explore the challenges and solutions in driving sales and marketing unity.Our guests include:Richard Pfister, Economic Development Communications at LightcastChloe Banholzer, Partner Marketing Manager at MagnitEjiro Odogun, Performance & Operations Lead at Dell TechnologiesTogether, they discuss the importance of shared KPIs, the role of da...
2025-02-1936 min
B2B Marketing FuturesE76: Emotions in B2B MarketingB2B marketing is often seen as overly rational, but emotions play a crucial role in decision-making—even in business. In this episode, host Joaquin Dominguez is joined by five marketing experts to challenge the status quo and explore how emotional storytelling can transform B2B campaigns.Guests:🔹 Philip Ossai, Founder & CEO, Ossai🔹 Stephen Glasco, Senior Director, Social Media at TAG🔹 Jimmy Girot, Director of Global Field Marketing, Auror🔹 Julia Kertesz, Global Marketing Manager at Acronis🔹 Julie O’Grady, President at O’Grady CommunicationsTogether, they disc...
2025-02-1750 min
B2B Marketing FuturesE75: Mastering Pipeline GrowthBuilding a healthy sales pipeline is more challenging than ever amid economic shifts and digital transformation. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, speaks with Ananda Narasimhan (Clevertap) and Sunniya Saleem (Creatio) about the key obstacles and strategies for driving high-quality pipeline growth.Key Takeaways:🔹 Navigating Global Challenges – Regional nuances, economic conditions, and buyer intent require tailored marketing approaches.🔹 Prioritizing Pipeline Quality – Balancing demand generation and demand capture is critical to driving meaningful engagement.🔹 Aligning Sales & Marketing – Collaboration and shared goals ensure pipeline succes...
2025-02-1438 min
B2B Marketing FuturesE74: Advanced Demand Generation TechniquesIn this episode of the Adzact podcast, host Joaquin Dominguez dives into the complexities of advanced demand generation with Elena Simkina, Digital Marketing Director at Acronis, and Kristin Rose, Director of Paid Media at Swap. Discover how these experts tackle challenges like balancing demand creation and capture, managing platform-specific inefficiencies, and building trust in competitive markets. They also explore the role of emerging platforms, creative tactics, and trends shaping the future of B2B marketing. Tune in for actionable insights to drive better visibility, engagement, and ROI in your campaigns! Hosted...
2025-02-1234 min
B2B Marketing FuturesE73: Sales and Marketing AlignmentSales and Marketing Alignment: Unlocking B2B SuccessIn this episode of B2B Marketing Futures, Joaquin Dominguez, Head of Marketing at Adzact, discusses the critical challenges and solutions for aligning sales and marketing. Joined by experts Natalie O’Luanaigh (The Trade Desk), Rachele Carraro (Mintago), and Gillian Murphy (GitLab), they explore strategies to overcome misalignment, build trust, and drive revenue growth.Key insights include:The role of RevOps in breaking silosShared metrics to foster collaborationContent as a tool for alignmentIterative improvements for lasting successTu...
2025-02-1142 min
B2B Marketing FuturesE72: What is Growth, What is Marketing?In this episode of the B2B Marketing Futures podcast, Joaquin Dominguez speaks with Beth Carter, Head of Growth at Flexa, and Monica Myers, Demand Generation Consultant, to unpack the complex relationship between growth and marketing. Together, they explore how growth transcends traditional marketing functions, emphasising the need for cross-functional collaboration, strong leadership, and a unified vision.Learn how to overcome organisational silos, define impactful growth strategies at different business stages, and empower your teams with clarity and purpose. Whether you're a marketing professional looking to transition into a growth role or a business leader rethinking...
2025-02-0550 min
B2B Marketing FuturesE71: Unlocking Growth Through Strategic B2B PartnershipsWhat does it take to build thriving B2B partnerships in today’s competitive landscape? In this episode of B2B Marketing Futures, we dive into the strategies that drive successful collaborations, expand market reach, and harness the power of AI.Host Joaquin Dominguez Lucchini, Head of Marketing at Adzact, leads a dynamic conversation with two thought leaders in B2B marketing:Rhiannon Williams, Senior Partner Marketing Manager, with experience across global agencies, e-commerce platforms, and ERP solutions.Amy Halsall, Global Marketing Manager at Klevu, specialising in B2B partnership strategies and co...
2025-01-3047 min
B2B Marketing FuturesE70: Digital-First StrategiesJoin Joaquin Dominguez, Head of Marketing at Adzact, as he hosts an insightful discussion with leading marketing experts on the future of B2B marketing. Featuring:Mathew Devitt, Senior Campaign Manager at Hexagon Asset Lifecycle Intelligence.Steph Hermanson, Manager of Professional Services at Sprout Social, Inc.Katrina Fine, Sr. Manager Standards Transformation at Hyatt.Discover how businesses are shifting to digital-first approaches, leveraging AI to democratise data, and embracing innovations like augmented reality. The panel shares actionable insights on aligning human behaviour with technology, mapping emotional customer journeys...
2025-01-2850 min
B2B Marketing FuturesE69: Balancing Short-Term Wins with Long-Term Value in ABMIn this thought-provoking episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by four ABM leaders to explore one of the hottest debates in Account-Based Marketing: Should you prioritise immediate results or focus on building deeper, lasting relationships?Featuring:Ben Bulpett, Vice President of Performance Marketing at AlgoliaMaissa Moussa, Principal Campaign Manager – Global Campaigns and Demand Generation at HexagonDanny Stancheva, ABM Campaign Manager at ConnectWiseAndreea Ceasar, Senior Marketing Manager at Trend MicroThe panel dives into the real-world challenges of ABM, including transitioning from MQ...
2025-01-2252 min
B2B Marketing FuturesE68: How Innovations Spread in B2B: Insights from Top CMOsWhat drives innovation adoption in B2B markets? Host Joaquin Dominguez dives deep into this question with two seasoned CMOs, Leo Khan (3x CMO, 8x unicorn builder) and Graham Wylie (CMO at activpayroll).This episode explores the Diffusion of Innovations Theory and its practical applications in B2B marketing. Topics include:Key factors influencing adoption: relevance, compatibility, and risk mitigation.The pivotal role of peer networks and customer advocacy in building momentum.Challenges in "crossing the chasm" to reach mainstream buyers.Evolving marketing strategies across the innovation lifecycle....
2025-01-2048 min
B2B Marketing FuturesE67: Reimagining Demand CreationReimagining Demand Creation dives into the evolving challenges of balancing demand creation and demand capture in the modern B2B marketing funnel. Hosted by Joaquin Dominguez, this episode features a panel of marketing experts:Lex Taylor Wan (Senior Director, Brand & Creative, Outreach)Alicia Hardy (SEO Manager, Rapid7)Stephen Norris (Senior Demand Generation Manager, SMB, Bentley Systems)The conversation explores how digital innovation, intent-driven content, personalisation, and Account-Based Marketing (ABM) are reshaping how B2B marketers reach and engage their audiences. From adapting to algorithmic changes to leveraging generative AI and balancing...
2025-01-0958 min
B2B Marketing FuturesE66: Unified Goals: Driving Growth Through Sales and Marketing AlignmentSales and marketing alignment is critical for driving demand, improving conversions, and delivering a seamless customer experience—but why is it so challenging? In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Kevin White (Common Room), AJ Navarro (Sprout Social), Meshach Cisero (Commvault), and Dino Delic (Meltwater) to explore the complexities of aligning these two functions.Discover how shared metrics, empathy, and cross-functional collaboration can bridge the divide, why data and AI play pivotal roles in unifying teams, and how organisational structures can either support or hinder alignment. Packed with actionable insights, th...
2025-01-0952 min
B2B Marketing FuturesE66: Reimagining Demand CreationReimagining Demand Creation dives into the evolving challenges of balancing demand creation and demand capture in the modern B2B marketing funnel. Hosted by Joaquin Dominguez, this episode features a panel of marketing experts:Lex Taylor Wan (Senior Director, Brand & Creative, Outreach)Alicia Hardy (SEO Manager, Rapid7)Stephen Norris (Senior Demand Generation Manager, SMB, Bentley Systems)The conversation explores how digital innovation, intent-driven content, personalisation, and Account-Based Marketing (ABM) are reshaping how B2B marketers reach and engage their audiences. From adapting to algorithmic changes to leveraging generative AI and balancing...
2024-12-1653 min
B2B Marketing FuturesE65: Demand Unlocked: Balancing Creation and Capture in B2B Marketing"In this episode, Joaquin Dominguez, Head of Marketing at Adzact, leads an insightful discussion with a panel of marketing leaders on the evolving strategies for demand creation and capture in B2B markets. Featuring Georgia Diaconescu (Flourish-Canva), Vidushi Bhardwaj (Altair), and Ruchika Gupta (EXL), the panel explores how to craft relevant content, personalise at scale, leverage data effectively, and balance resources to drive engagement and long-term ROI. Learn how these experts navigate the complexities of modern marketing, from breaking free of the linear buyer’s journey to combining innovation with human touch for impactful campaigns. Hosted on Acast. See ac...
2024-12-1353 min
B2B Marketing FuturesE64: How DEI and Leadership Shape B2B Marketing SuccessIn this episode of B2B Marketing Futures, we explore how Diversity, Equity, and Inclusion (DEI) and leadership are shaping the future of creativity and innovation in B2B marketing. Join our host Joaquin Dominguez as he dives into a compelling discussion with three remarkable leaders:Erica Colson, Global Head of Marketing at BSI, shares insights on leveraging psychology to build inclusive teams and balancing global strategies with local customisation.Kate Baker, Senior Marketing Manager for Integrated Campaigns at Zscaler, highlights the importance of fostering psychological safety and tailoring campaigns for diverse audiences.Nahomi Thavarajah...
2024-12-0245 min
B2B Marketing FuturesE63: Scaling ContentIn this episode of the B2B Futures Podcast, host Joaquin Dominguez is joined by Sophie Ambridge, Senior Marketing Manager for EMEA at Zendesk, and Julia Porter, Head of Content at Optimizely, to tackle the challenges of scaling content for global B2B audiences.Together, they discuss how organisations can adapt content to diverse cultural nuances, maintain brand consistency, and balance creativity with streamlined processes. The conversation also dives into leveraging AI and automation to boost efficiency and aligning marketing strategies with sales goals through account-based marketing (ABM).Whether you’re navigating localisation co...
2024-11-2550 min
B2B Marketing FuturesE62: From Silos to Synergy: Rethinking Sales and Marketing GrowthHow can sales and marketing teams move beyond misaligned goals to create a seamless partnership that drives growth? In this episode of Adzact Collaborations, Joaquin Dominguez dives into the transition from sales-led to marketing-led strategies with Laura Holton (Adaptavist) and Nushrinah Sadeer (Veeam Software).Our guests share real-world insights on breaking down silos, aligning KPIs, and fostering empathy across teams. They explore the challenges of navigating cultural and regional differences, the power of shared processes, and how leadership can pave the way for unified success.Tune in for actionable strategies to rethink collaboration...
2024-11-2243 min
B2B Marketing FuturesE61: Marketing with Gifts and ExperiencesIn this episode, join Joaquin Dominguez as he explores the transformative power of gifting and experiential campaigns with four B2B marketing leaders:Caroline Quinn, Senior Manager, Demand Generation & ABM at CloudflarePaula Molinar, Head of Demand Generation at PaddleVictoria Blackwell, Research Principal in Marketing and Digital Advertising at G2Dom Boyd, UKI Managing Director, Solutions & Marketing Effectiveness Practice at KantarLearn how these experts create unforgettable experiences, leverage data for personalisation, and align with the principles of meaningfulness, saliency, and difference to stand out in a crowded marketplace. Packed with actionable insights, this...
2024-11-2148 min
B2B Marketing FuturesE60: Aligning Sales and MarketingHow do you achieve harmony between sales and marketing in today’s fast-changing B2B environment? In this episode, Joaquin Dominguez and Tom Gatten sit down with industry leaders Adam Kite (Relex Solutions), Daisy Tottman (Snowflake), Katrien Tans, Kelly Medio (Alteryx), and Lyndsay Close (Sigma7) to explore the key to effective alignment.From integrating SDRs into marketing to fostering a culture of shared goals, the discussion dives into the challenges of unifying metrics, navigating structural shifts, and leveraging data-driven tools like LinkedIn and custom dashboards. Guests also share operational strategies, including project management pl...
2024-11-1458 min
B2B Marketing FuturesE59: From Awareness to Conversions: Data-Driven Growth in B2B MarketingHow do B2B marketers strike the right balance between creating demand and capturing it? In this episode of B2B Marketing Futures, we sit down with industry experts Erika Hakala (Speechmatics), Nicky Davies (Protolabs), and Tom Driscoll (GWI) to tackle this complex challenge.From the benefits of brand-building for long-term growth to the immediacy of converting high-intent leads, our guests share insights on the strategies that work. We explore the role of data and intent signals for precise targeting, the impact of advanced attribution on managing stakeholder expectations, and how to maximise the effectiveness of...
2024-11-1141 min
B2B Marketing FuturesE58: Demand Creation vs CaptureIn this episode of B2B Marketing Futures, we dive into the delicate balance between demand creation and demand capture with insights from top B2B marketers. Join host Joaquin Dominguez as he unpacks strategies for human-centric messaging, leveraging thought leadership to build demand, and the role of budget allocation in shaping marketing approaches. Discover how cross-functional collaboration with sales, customer success, and product teams can create a seamless experience for prospects, driving both immediate sales and long-term brand loyalty.Tune in to hear from Beka Ventham (Dragonfly.ai), Laura Crosby (Sprout Social), and Tess Garner...
2024-11-0747 min
B2B Marketing FuturesE57: Marketing Supporting Sales ProcessesHow can B2B teams align sales and marketing for maximum impact? 🤝In this episode, we explore the complexities of aligning sales and marketing efforts, using insights from industry experts.Ankit Gupta (Netcore Cloud) Bhanu Chawla (ComplyAdvantage)Varun Chopra (Multiverse). They share practical strategies for creating unified messaging, setting shared KPIs, targeting the right accounts, and building effective feedback loops.Discover how to prevent lead oversaturation, focus on high-impact accounts, and enhance collaboration to drive real results.Tune in for actionable takeaways to...
2024-11-0550 min
B2B Marketing FuturesE56: Competing for Attention Without Breaking the BankIn today’s fast-paced B2B marketing world, standing out while managing tight budgets is a challenge many face. Join Joaquin Dominguez, Head of Marketing at Adzact, as he hosts a roundtable discussion with top industry leaders on maximising impact without overspending. Learn about creative platform experimentation, strategic audience targeting, and driving engagement with a limited budget.Featuring:Ricardo Martinez, Senior Growth Marketing Manager, WizPratibha Jain, (Former) Sr. Director of Demand Generation, Culture AmpNicolai Stampfer, Digital Marketing Manager, CognismGian Bellino, Head of Growth and Performance, DeepLDiscover how th...
2024-10-2244 min
B2B Marketing FuturesE55: How to Use Campaign Data Without Drowning in Metrics?In today’s data-driven B2B marketing landscape, navigating metrics and campaign data without getting overwhelmed is a critical skill. Join Joaquin Dominguez, Head of Marketing at Adzact, as he dives into how top marketing leaders effectively use data to drive business growth. Learn how to focus on the most valuable metrics, foster collaboration between marketing and sales, and ensure personalisation stays impactful and scalable.Featuring:Adam Boita, CMO at EcologiCarlos Pedroza, Conversational Marketing Manager at HubSpotAmanda Zafiris, Head of Europe Marketing at CanvaMatthew Soakell, PPC Account Director at CroudMax Gordon, Senior In...
2024-10-1048 min
B2B Marketing FuturesE54: Best Practices in Customer MarketingIn today’s competitive B2B landscape, building strong relationships with existing clients is more important than ever. Join hosts Tom Gatten and Joaquin Dominguez, Head of Marketing at Adzact, as they dive into customer marketing strategies with four industry experts. From event marketing to cross-selling strategies, learn how personalised content, multi-channel engagement, and the human touch can help you boost retention, drive customer loyalty, and increase value for your business.Featuring:Nahomi Thavarajah, Senior Product Marketing Manager, AVEVAMilda Klimasauskaite, Product Marketing Director, QuantexaSteph Mills, Director of Corporate Marketing, MatillionShalagh Fredericks, Senior Content Marketing Manager, Gr...
2024-10-0753 min
B2B Marketing FuturesE53: Everyone is finding it tough to build their sales pipeline right nowIn this episode, Joaquin Dominguez, Head of Marketing at Adzact, is joined by a panel of top B2B marketing experts to tackle one of today’s biggest challenges: building a robust sales pipeline. They explore strategic personalisation, data-driven insights, and the importance of collaboration to overcome obstacles in a competitive market. Tune in for practical tips and fresh perspectives on maximising marketing effectiveness and driving pipeline growth.Guests:Marie Murmann, Digital Marketing Manager at TealiumMehul Verma, Senior Audience Manager at AvalaraOmair Izhar, Marketing Operations & Technology Manager at MiroTawanda Matongo, Cloud Marketing Manager at Ingram Mi...
2024-10-0158 min
B2B Marketing FuturesE52: Using Behavioral Science in B2B Marketing: featuring Nancy HarhutIn this episode, host Joaquin Dominguez brings together top B2B marketing experts to explore how behavioural science can transform your marketing strategy. Featuring insights from Nancy Harhut, one of the Top 10 B2B Marketers in the World, the panel dives into practical techniques that drive real results. From cognitive fluency to the power of emotional storytelling, we discuss actionable ways to simplify your messaging, build brand connections, and boost conversions.Join Joaquin, Nancy, Mark Liversidge, Tom Rivers, Anne-Catherine Kaiser, Birgit Lewinski, and Mariana Nunes as they share their strategies for navigating the evolving world of...
2024-09-3057 min
B2B Marketing FuturesE51: Demand Creation versus Demand Capture: How to balance the funnel?Explore how top marketers balance brand awareness with lead generation in a competitive B2B landscape. Featuring insights on customer stories, high-intent lead generation, and brand building. Learn from industry leaders on how to create demand and capture leads while navigating budget constraints and complex buying processes.Thanks to our panellists for your collaboration:Benjamin O'Dell, Director of Demand Generation at ExclaimerJoshua Diner, Head of Product Marketing at InfobipNefeli Kritikou, Head of Marketing at EndavaPamela Hsieh, InvestorSnneha Koirala, Sr. Product Marketing Hosted on Acast. See acast.com/privacy...
2024-09-0946 min
B2B Marketing FuturesE50: From Fashion Journalism to B2B Creativity: The Journey of Dale Anne ScogingsJoin us as we explore the fascinating career of Dale Anne Scogings, Creative Lead at Flourish, a Canva-owned company. From her early beginnings in a small South African town to leading a brand refresh for Flourish, Dale Anne shares her insights on the intersection of creativity and strategy in both B2C and B2B marketing. Discover how her experiences at Cosmopolitan, Japanese culture, and values-led organisations have shaped her approach to fostering creativity and innovation in dynamic environments. Tune in to learn how creativity, passion, and a commitment to excellence can transform businesses and inspire teams. Hosted on...
2024-09-0238 min
B2B Marketing FuturesE49: Creating Interest and Capturing LeadsExplore how top B2B marketing leaders craft strategies to generate demand in competitive markets. Discover insights on the power of collaboration, building brand awareness, and leveraging personalised content to capture high-quality leads. Learn how companies like Fortinet, Chattermill, Wix, and Twilio use innovative approaches to stay ahead. Tune in for actionable tips on enhancing customer experience, creating lasting partnerships, and navigating today's marketing challenges.Thanks to our panellists for their contribution:Isobel Bowdery: EMEA Vertical Marketing Manager at FortinetLiliana Osorio: VP of Marketing at ChattermillPaula Ximena...
2024-08-2751 min
B2B Marketing FuturesE48: AI Copywriting best-practices with Dave McGuireThe UK's most prominent B2B creativity and copywriting coach, David McGuire, is here to answer your questions about how to use AI for marketing copy correctly. David is running a course with B2BMarketing, helping marketers understand the hype, the potential and pitfalls of using AI for copywriting. Learn how you can use AI to boost, not hinder, your career and brand. A big thank you to our panellists:David McGuire, B2B Copywriting Trainer at B2B MarketingTamara Blanche, Content Manager at AmdocsSafa Marria, Social Media Associate at Quantexxa H...
2024-08-2052 min
B2B Marketing FuturesE47: B2B Marketing in 2024: How to cope with reduced budgets?The landscape of B2B marketing is continuously evolving, with 2024 presenting unique challenges and opportunities for marketers. This episode synthesises insights from industry leaders gathered during a comprehensive discussion on navigating reduced budgets and smaller teams while maintaining effective marketing strategies. The participants, from the leading marketing industry, shared their experiences and strategies across several key themes. These insights provide a roadmap for B2B marketers aiming to optimise their efforts and achieve sustainable growth in a competitive environment.Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic....
2024-07-3048 min
B2B Marketing FuturesE46: They ask You Answer with Marcus SheridanIn an era where customer expectations are rapidly evolving, businesses must stay ahead by prioritizing customer-centric strategies and fostering innovation. The recent Adzact panel discussion brought together industry leaders to delve into the critical themes of customer obsession, transparency, innovation, and marketing and sales integration. This episode captures the insights shared by marketing professionals offering a comprehensive view on how B2B companies can navigate challenges and seize opportunities to drive business success.HostJoaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.Guests
2024-07-3054 min
B2B Marketing FuturesE45: "Perfect Attribution"Unlock the secrets to perfect attribution in B2B marketing with insights from industry leaders. Discover advanced techniques to measure marketing impact, balance short-term and long-term goals, and leverage account-based metrics. Featuring experts from Personio, Twilio, and Scandit.Key Topics:Overcoming Attribution ChallengesInnovative MetricsData-Driven StrategiesFeaturing Experts:Alex Venus (Personio)Rupali Singhal (Twilio)Jonny Colclough (Scandit) Hosted on Acast. See acast.com/privacy for more information.
2024-07-1245 min
B2B Marketing FuturesE44: How to get real value from intent providersIn this episode, we explore how to harness the full potential of intent data to boost your account-based marketing efforts. Join Tom Gatten (CEO, Adzact), Amy Bennett (Digital Marketing Manager, Fenergo), Rob Bramley (Demand Generation Manager, GoCardless), and Marco Piras (Growth Marketing Manager, Pleo) as they discuss:The advantages of using intent dataEffective strategies for aligning sales and marketingPractical tips for seamless data integrationListen for actionable insights and real-world examples that can transform your marketing approach. Hosted on Acast. See acast.com/privacy for more information.
2024-07-0446 min
B2B Marketing FuturesE43: How businesses buy different all over the world?In today’s globalised economy, understanding businesses' distinct purchasing behaviours and cultural nuances worldwide is crucial for B2B marketers. This episode delves into the insights shared during a recent conversation featuring industry experts discussing maintaining global brand consistency while effectively adapting to local markets. Key themes explored include the importance of cultural nuances, data-driven marketing strategies, and best practices for cross-cultural B2B marketing.Thanks to our panelists:Aditi Nair, Digital Strategy Manager at AdobeMariana Tabrea, Marketing Operations Specialist at ConfluentAnya Slowenko, Marketing Manager at Aircall
2024-06-1749 min
B2B Marketing FuturesE42: How to use neuroscience for breakthrough B2B MarketingThis episode is a conversation between B2B marketing experts and Dr. Carmen Simon, a cognitive neuroscientist. It explores how neuroscience can enhance B2B marketing strategies by predicting future behaviours and improving engagement. The discussion covers the challenges of capturing attention, effective personalisation, the role of complexity, cultural responses, storytelling, and motivational strategies.Thank you to the panellists for sharing your knowledge with us:Dr Carmen Simon, Stanford Professor and Chief Science Officer at Corporate VisionsScott Stockwell, Senior Brand Strategist at IBMLiqiam Lim, Senior Product Marketing...
2024-06-1057 min
B2B Marketing FuturesProfiles in Persuasion - Ben Slater - SVP Marketing at BeameryWelcome to Profiles in Persuasion, where we delve into the careers and insights of leading figures in B2B marketing. Today, we are privileged to speak with Ben Slater, a seasoned startup operator and a prominent figure in high-growth, venture-backed B2B marketing. Over the past 15 years, Ben has made significant strides, particularly at Beamery, where he has played a crucial role in transforming the company into a unicorn-valued enterprise. His journey is marked by a blend of strategic vision, operational excellence, and hands-on marketing expertise. Hosted on Acast. See acast.com/privacy for more...
2024-06-0636 min
B2B Marketing FuturesProfiles in Persuasion - Supriya Dev-Purkaystha, Head of Native Advertising, MicrosoftIn our latest "Profiles in Persuasion" interview series, we had the privilege of speaking with Supriya Dev-Purkayastha, the head of native advertising for Microsoft Advertising. Supriya, recognised as one of the UK's top 100 leaders in tech and a 2023 Future is Female Award winner, shared insights from her 18-year career in marketing, revealing the experiences and strategies that shaped her journey. Hosted on Acast. See acast.com/privacy for more information.
2024-06-0439 min
B2B Marketing FuturesE39: Community HackingIn this insightful episode, industry experts delve into the dynamic world of community management within B2B marketing. Join Joaquin Dominguez and a panel of seasoned professionals as they explore the distinction between communities and audiences, the strategic role of trust, and the innovative concept of community hacking. Discover how structured forums, gamification, and influencer partnerships can accelerate engagement and growth. Whether you're looking to enhance peer support, collect first-party data, or tailor community strategies to specific sectors, this episode offers valuable strategies and real-world examples to elevate your community-building efforts.Featuring:Ashley...
2024-05-2253 min
B2B Marketing FuturesE38: Podcasting in Digital Marketing: A Guide for B2B MarketersIn a recent discussion with digital marketing and podcasting experts, including Sarah Hulyer, we gained valuable insights into how "Let's Grow Girls" came to be one of the most successful leisure podcasts in the UK, with more than 1.2 million downloads. This podcast, which started during the lockdown out of Sarah's newfound love for gardening, targeted a specific group interested in cut-flowers, a niche not yet explored in podcasting. Sarah and her co-host used simple tools at first, focusing on engaging their audience on social media and trying out different types of episodes to see what their listeners enjoyed the...
2024-05-0949 min
B2B Marketing FuturesE37: Media Partnerships with The Economist and BCG expertsThis podcast explores the evolution, challenges, and future prospects of media partnerships through insights from industry experts, offering a detailed look into the strategies that make these collaborations successful.Joaquin Dominguez was joined by marketing experts to discuss the topic.Emma Winchurch-Beale, VP Growth Partnerships UK Europe, Economist ImpactVictoria Pawsey, Media Partnerships Director, BCG Hosted on Acast. See acast.com/privacy for more information.
2024-04-3039 min
B2B Marketing FuturesE36: Scale-Up ChallengesThis episode contains the viewpoints of five industry experts on Growth Marketing. Their experience provides valuable insights into strategies that can help navigate the challenges of international markets, adapt to growth and scale, and use creativity to create impactful content that stands out. HostJoaquin Dominguez was joined by marketing experts to discuss the topic.GuestsCharlotte Morris, Global Senior Director Regional Marketing, HibobTed Eltringham, Growth Lead EMEA, Rippling Audrey Vanderoost, Growth Marketing Principal, CyberCubeB...
2024-04-2351 min
B2B Marketing FuturesE35: What does it take to build a B2B Brand?In our recent panel discussion, industry leaders delved into the nuances of B2B branding in today's rapidly evolving digital landscape. They explored the distinctive challenges and strategies of B2B versus B2C branding, the critical role of company culture and employee engagement in brand authenticity, and the need for a strategic alignment between branding and commercial objectives. Moreover, they highlighted the importance of a robust content strategy for stakeholder engagement and discussed the complexities introduced by technological advancements, particularly artificial intelligence, to maintain brand consistency and integrity.Hosts:Joaquin Dominguez and...
2024-04-0953 min
B2B Marketing FuturesE34: Unveiling ABM's Real Impact on B2B Marketing - How Broad Is It? Can It Scale?In a recent conversation with B2B marketing experts, we explored the essentials of Account-Based Marketing (ABM). We touched on its definition, the crucial role of technology, and how to measure and scale these efforts effectively. The experts shared insights on creating personalised customer experiences, leveraging technology like AI for better targeting, and integrating ABM into broader marketing strategies to enhance overall effectiveness. They also discussed strategies for making ABM scalable across many accounts, emphasising the balance between personalised marketing and broader campaign goals. This comprehensive discussion offers practical advice for businesses looking to refine their marketing strategies through...
2024-04-0354 min
B2B Marketing FuturesE33: Trump vs Biden: What B2B Marketers Can Learn from the US ElectionsThis episode delves into the fascinating intersection of political marketing strategies and B2B marketing, inspired by the Trump vs. Biden elections. Our panel of experts breaks down how key tactics from these campaigns can revolutionize B2B marketing, covering the importance of digital ad spending, the role of generative AI in crafting personalized messages, effective storytelling to connect emotionally with audiences, and the impact of data-driven personalization. Tune in to unlock valuable insights for enhancing your marketing approach.Thank you to our panellists:Bryan Law, CMO at ZoomInfoMaria Pare, Marketing Director...
2024-03-1857 min
B2B Marketing FuturesProfiles in Persuasion - Shelagh McManusThe world of B2B marketing is constantly evolving, and it takes insights from experienced marketers to stay ahead. With her vast experience, Shelagh McManus offers a treasure trove of advice for today's marketers. Our discussion with her cuts through the complexity of marketing strategies and delivers straightforward and actionable advice. From the importance of customer focus to the integration of sales and marketing, Shelagh's wisdom is distilled into a guide that speaks directly to the challenges and opportunities facing B2B marketers today. Join us as we explore these insights designed to refine your marketing approach and better...
2024-03-1450 min
B2B Marketing FuturesE32: The Crucial Role of Psychology in B2B MarketingIn B2B marketing, having a good grasp of psychological principles can significantly improve engagement and build stronger relationships with the target audience. Recently, experts have discussed psychology's crucial role in marketing; the difficulties marketers encounter as the landscape evolves, and the creative strategies they use to overcome these challenges.Thank you to our panellists:Robb Taylor-Hiscock, Senior Content Marketing Specialist at OneTrustKev Johnson, Technical Marketing Architect at Rubrik, Inc Hosted on Acast. See acast.com/privacy for more information.
2024-03-1447 min
B2B Marketing FuturesE31: B2B is Luxury Marketing (Part 3/3)In the third and final episode of our series exploring the fusion of luxury and B2B marketing principles, we delve into how these sectors can inspire one another towards innovative strategies for engagement and growth. This episode, hosted by Tom Gatten, CEO of Adzact, features insights from Jennifer Johnson of Deel, Kathryn Strachan of Copy House, Sonia Hobbs, with her extensive experience in automotive luxury marketing, and Colm O’Shea, a former strategic advisor to luxury companies. Our panellists uncover the rapid increase in B2B digital marketing spending, the challenges of targeting niche audiences, and the importance of...
2024-03-0849 min
B2B Marketing FuturesE30: Luxury and B2B Marketing (Part 2/3)In the second episode of our thought-provoking series on the intersection of luxury and B2B marketing, we continue to explore how B2B brands can leverage luxury marketing principles to foster deeper relationships and drive sustainable growth. Dive into discussions about the evolving B2B and luxury buyer demographics, with a special focus on the increasing role of women in decision-making positions and how this shift impacts messaging and brand experiences. Our guests share insights into the significance of values like sustainability and personalisation in crafting engaging brand narratives and bespoke customer experiences.
2024-03-041h 04
B2B Marketing FuturesE29: B2B is Luxury Marketing (Part 1/3)Can B2B brands take cues from the luxury industry in building long-term relationships with their customers? This insightful discussion features experts from both luxury marketing and B2B marketing fields, delving into the surprising similarities between their domains.During this conversation, leaders will cover topics such as using data to truly understand buyers, building emotional connections with your brand beyond just transactions, and balancing short-term metrics with long-term brand building. You'll also get to hear about strategies for identifying and engaging with elite audiences over extended sales cycles, consistent customer experiences, personalized nurture campaigns, and...
2024-03-0458 min
B2B Marketing FuturesE28: Beyond Logic: Emotional Engagement in B2B Growth StrategiesEmotional connections are pivotal for success in B2B marketing. As this discussion revealed, appealing to emotions can help brands transcend rational boundaries, foster trust, and resonate more deeply with target audiences. Experts in brand, neuromarketing, employee advocacy, and enterprise sales shared perspectives on leveraging emotions in B2B marketing. Their insights challenged traditional notions that B2B audiences make purely logical decisions. Instead, they emphasized how emotional engagement enhances brand perception, helps address common B2B challenges, and will shape future marketing trends.A big thank you to the panellist:
2024-02-261h 00
B2B Marketing FuturesE27: Key Insights on Designing a B2B Content StrategyThis episode provides key insights on B2B content strategy, including data-driven storytelling, leveraging AI with human oversight, adapting to search algorithms, B2B social platform innovation, overcoming content challenges, and coordination. The guests on the podcast discussed these topics and emphasized the importance of understanding user journeys, maintaining cohesive narratives, and filling buying journeys with consistent content. They also discussed the lack of innovation in B2B platforms and the transformative role of generative AI in automating content creation. Personalization and segmentation were highlighted as crucial for effective content marketing.The podcast guests sharing their...
2024-02-0852 min
B2B Marketing FuturesE26: Key Insights on Thought Leadership in B2B Marketing by Industry ExpertsDiscover key insights on thought leadership in B2B marketing from industry experts at Deel and Carbon Black. Learn about the principles of effective thought leadership, challenges in adapting strategies, and the importance of utilizing internal data. Find out how impactful thought leadership can leave a lasting impression through captivating storytelling.In today's episode:Jennifer Johnson, Head of Marketing UK and Ireland at Deel. Responsible for brand building and lead generation in the region.James Alliband, Head of Marketing across EMEA for cybersecurity company Carbon Black. He aims to elevate the...
2024-01-3054 min
B2B Marketing FuturesE25: Leveraging Meta, LinkedIn and Programmatic for B2B AdsThis episode shares insights from digital marketing experts in various industries on strategies and challenges in leveraging platforms like LinkedIn, Meta, and Programmatic for B2B marketing. Key takeaways included the need for precise targeting, balancing brand and lead gen, multi-channel optimization, and solving attribution issues given long sales cycles. Perspectives highlighted contextual differences across verticals and buying groups, emphasizing the need to tailor approaches to thrive amidst rapidly evolving martech.thanks to panellists James Palmer, Luke Rose-Smith, and Charles ObenRead the full report here. Hosted on...
2023-12-0455 min
B2B Marketing FuturesE24: Nurturing and Funnel VisibilityIn this episode, we bring together top growth marketing experts to explore the dynamic and challenging world of lead nurturing and marketing funnel optimization in the B2B sector. Our guests include Tejal Tailor from MHR, Ali Fakhar from Geeks, and Cory Johnson from Synthesia. They share their expert insights on how to effectively engage and nurture leads in today's complex marketing landscape.Key themes discussed in this episode:Tailoring Nurture Strategies: Understand the importance of customizing nurturing strategies to fit the unique preferences and demographics of different audiences....
2023-11-1457 min
B2B Marketing FuturesE23: Aligning Sales and Marketing in B2BAligning Sales and Marketing in B2BExplore the integration of sales and marketing efforts in the B2B landscape in this episode of The Future of B2B Marketing podcast. Our panel of experts discusses practical strategies for improving collaboration between these traditionally separate departments.Our Guests:Ali Hussain, Senior Vice President of Strategy at The Marketing Practice, examines the challenges of aligning different departmental metrics and introduces the four 'Rs' as a potential common ground.Emanuela Mathieu, Senior Digital Marketing Manager at Forgerock, talks about the effectiveness of the 'pod...
2023-11-0652 min
B2B Marketing FuturesE22: Nurturing Challenges in B2B Marketing Evolving Nurture StrategiesJoin Claire Pitman-Massie (Vice President of Marketing at ForgeRock) and Hannah Maltby (Global Head of Campaigns and ABM at RedGate Software) as they explore key trends in the B2B marketing landscape, specifically focusing on the evolution of nurturing strategies.Key Themes:Lessons from B2C Marketing [02:31 - 03:31]Emotional, Outcome-Driven Nurturing [09:14 - 10:27]Omnichannel, Nonlinear Nurturing [19:42 - 20:10]Integrating Sales for Continuous Nurturing [21:12 - 22:59]Getting Personal [44:22 - 47:50]From 'Nurture' to 'Smart Nurture' [35:55 - 37:46]Read a full report: here Hosted...
2023-10-2754 min
B2B Marketing FuturesE21: Scaling B2B Marketing Challenges through an Omnichannel LensScaling B2B Marketing Challenges through an Omnichannel LensParticipants:Mariette Ferreira: CMO at 11:FSDavid Reid: VP of Global Growth at TransmissionJonathan Connor: Marketing Specialist at NvidiaLiam Bartholomew: VP of Marketing at CognismTom Gatten: CEO and Founder of AdzactEpisode Summary:In this enlightening episode, industry leaders discuss the complex challenges and solutions related to scaling B2B marketing on a global scale through an omnichannel lens. Topics covered include localising messaging for diverse markets, striking the right balance between data-driven strategies and...
2023-10-1655 min
B2B Marketing FuturesE20: Brand building and nuances of marketing in specialised sectorsIn this enlightening episode, we navigate the intricate world of modern marketing, exploring key themes that are shaping the industry today. A special thanks to our esteemed panel, Berti Munro, Annie Mirza, and Kyra Richards, for their invaluable insights. Read the full report here.📖 Storytelling & Emotional Intelligence: Discover the power of storytelling and emotional intelligence in marketing. Learn how brands can make audiences feel not just seen, but deeply valued and understood.🏗️ Brand Building in the Digital Age: What does it take to build a brand today? We discuss the importance of consistency, transpar...
2023-10-0653 min
B2B Marketing FuturesE19: Personalisation in B2B MarketingIn this riveting episode, we explore the ever-changing world of B2B marketing through the lens of personalization. Join us as we talk with industry experts Maria José Lemos Pare (Toluna), Avishek Chowdhury (Disciple Media), Hannah Jarret (Cooper Consultancy) and Firat Alyagut (Apadmi) to uncover how personalization is becoming the cornerstone of successful B2B marketing strategies. From the blurring lines between B2B and B2C to the role of data and community insights, this episode is a treasure trove of actionable insights. Tune in now! 🎧Read a report from the Podcast recording here.
2023-10-0656 min
B2B Marketing FuturesE18: Account Based Marketing - Insights from Industry LeadersWelcome to another episode where we delve deep into the world of Account Based Marketing (ABM). We're thrilled to have an esteemed panel of B2B marketing leaders to share their insights:Ben Bulpett, Director of EMEA, AlgoliaJudit Szabo, Global Head of Marketing, EndavaNavneeth Rathod, Digital Campaign Manager, SASTiago Falcao, Content Manager at IQPCIn this episode, you'll learn:🔹 The critical importance of gaining organisational buy-in for ABM🔹 Strategies for thoughtful account selection and segmentation🔹 Crafting highly personalised, staged content to engage target accounts🔹 Le...
2023-09-1857 min
B2B Marketing FuturesE17: What B2B Can learn from B2CIn the ever-evolving world of marketing, the lines between B2B and B2C are blurring. Join our discussions with industry experts, dissecting the strategies and philosophies that have shaped both realms. Each episode delves deep, offering listeners invaluable insights, from leveraging technological advancements to understanding the depths of customer relationships. Whether you're a marketing novice or a seasoned professional, this podcast promises fresh perspectives and actionable takeaways to elevate your marketing game. Dive in and explore the fascinating confluence of B2B and B2C worlds. #B2BMeetsB2CDiscussion around why B2B marketing...
2023-09-061h 01
B2B Marketing FuturesE16: Emotional Evolution: The New Heartbeat of B2B MarketingDive into the changing landscape of B2B marketing as this episode unearths the power of emotional connection in a field often characterized by its straight-laced professionalism. As digital advertising spends soar, is there room for genuine emotion? Our panelists explore the rising trend of personalized marketing content, debating its authenticity and impact. We dive into the imperative of brand-building, the emergence of community-centric strategies, and how the lines between the professional and personal have blurred, especially in the wake of COVID. Drawing insights from B2C giants like the Michelin Guide and HubSpot Academy, we delve into the...
2023-08-2954 min
B2B Marketing FuturesE15: Customer Centric B2B Marketing StrategiesIn this episode, we delve deep into the world of B2B marketing, underscoring the pivotal role of a customer-centric approach. As we journey through the intricate pathways of understanding the customer beyond surface-level insights, we spotlight brands that exemplify proactive customer engagement. From optimizing onboarding experiences to tailoring content for specific roles in the buying process, we explore the power of authentic narratives and the imperative of building trust. This episode champions the art of active listening, the importance of accurate communication, and the undying commitment to customer success long after the initial sale. Join us as we unravel...
2023-08-2959 min
B2B Marketing FuturesE14: Influencer B2B MarketingUnpack the intricacies of B2B Influencer Marketing with insights straight from the experts. In this episode of 'The Future of B2B Marketing' Podcast, hear from leading figures as they dissect the true value of B2B influencers, the power of authenticity, effective content creation strategies, and much more. Whether you're a seasoned marketer or new to the B2B space, this discussion offers invaluable perspectives on leveraging influencers to maximise your brand's reach and resonance. Hosted on Acast. See acast.com/privacy for more information.
2023-08-2457 min
B2B Marketing FuturesE13: Generative AI: What you can use it for today and what you can't. Should I be scared?Dive into the AI Frontier: Join AI enthusiasts and industry leaders as they unravel the intricate relationship between artificial intelligence, creativity, and human behaviour. Explore unique insights on AI's impact, potential, and the ethical quandaries it presents. Perfect for those keen to understand AI's evolving role in our world.Special thanks to our panel:Nataliya Tkachenko - Generative AI Ethics & ESG Data Expert - Alan Turing Institute, University of Oxford, University of Cambridge.Maz Nadjm - TCS Interactive Global Social Media Practice Head Nick Mason, CEO and Founder at Turtl.Giorgia Guantario - C...
2023-08-171h 03
B2B Marketing FuturesE12: Campaign-Focused vs Always-OnIn this episode, we dive into the complexities of the 'always-on' strategy in B2B marketing. Join us as we host a panel of industry experts, who offer their insights into the advantages, challenges, and subtleties of employing this approach. Together, we explore topics ranging from the creation of initial awareness and the strategic blend of organic and paid efforts to potential pitfalls and synergies with other techniques. This conversation provides a broad understanding of how an 'always-on' strategy fits into a marketing landscape where audience comprehension and alignment with their interests are key. Whether you're a seasoned marketer...
2023-08-0753 min
B2B Marketing FuturesE11: Building a Modern B2B Content StrategyWelcome to a brand-new episode where we're diving deep into the rapidly shifting landscape of content marketing. Influenced by emerging technologies, ever-changing user behaviour, and novel consumption platforms, the B2B content strategy field is in flux. To explore these exciting transformations, we've brought together a stellar panel of industry experts:Niall SullivanMahfuzul HasanTom WestJed MisaA special thanks to our participants for their time and insights as we discuss the tools, techniques, and philosophies shaping modern B2B content strategies. Join us for an engaging and informative dialogue that promises...
2023-07-3150 min
B2B Marketing FuturesE10: Investing in Adtech 2.0Dive into the complex and rapidly evolving world of AdTech in this podcast episode. Our exploration begins with the sector's investment allure, centred on its immense value and the transformative influence of AI. Next, we grapple with the industry challenges; data privacy considerations, the declining efficacy of third-party cookies and the limitations of AI tools. Finally, it charts the exciting new trends redefining the sector's future, including product-led growth and the ascendancy of immersive experiences. A special thank you to our expert guests Sanja Partalo, Mike Kelly, Helena Haykin, Rich Ashton, Ashley Abrahams and Filippo Chisari for their invaluable...
2023-07-3154 min
B2B Marketing FuturesE9: The Future of B2B Social MediaAs we navigate the ever-evolving landscape of B2B marketing, the significance of social media platforms and their effective utilisation continues to gain momentum. The digital realm is not only transforming the ways businesses engage with their audience but also reshaping the conventional dynamics of trust-building, content creation, and brand promotion. This podcast delves into the varied perspectives of industry experts on the future of B2B social media, dissecting integral aspects such as employee advocacy, influencer engagement, and innovative LinkedIn strategies. Hosted on Acast. See acast.com/privacy for more information.
2023-07-0745 min
B2B Marketing FuturesE8: Innovation in B2B MarketingIn this episode, we dive into a range of topics, from the role of Artificial Intelligence and the value of traditional advertising to the potential of gaming and the importance of understanding your audience. Their experiences and viewpoints provide a pragmatic lens into the dynamic landscape of B2B marketing. This report offers valuable insights for marketers and business professionals navigating and thriving in this ever-evolving space. Hosted on Acast. See acast.com/privacy for more information.
2023-06-3034 min
B2B Marketing FuturesE7: The Future of the (non-linear) B2B PipelineDuring this virtual round table, we host a group of experts to pull apart the ever-changing world of customer interaction in the digital era. Based on their experience, they examine the blending boundaries in marketing roles and the consequent impact on customer engagement strategies. Interestingly, central to their discussion is the idea of non-linear customer engagement. From content creation to community building - all strategies interlink with this key idea. It's all about acknowledging that sealing deals should march in step with understanding their clients' needs through non-linear, dynamic, and personalised tactics. Hosted on Acast. See acast.com/privacy...
2023-06-2149 min
B2B Marketing FuturesE6: Understanding Intent Data with Alex Blakeway, Sales Director at The Access GroupWe recently sat down with Alex Blakeway, Sales Director at The Access Group, to discuss the importance of first-party intent data.Most B2B marketers we have spoken to consider first-party intent data to be critical to directing sales activity. They offer valuable insights into customer behaviour, interests, and preferences. According to Alex, "customers are looking for solutions to their problems. By understanding their needs and providing them with useful content, you can build trust, and attract new customers". He recommends the book They Ask, You Answer (Sheridan, 2017), as a guide for good quality...
2023-06-0736 min
B2B Marketing FuturesE5: Bringing Emotion into B2B MarketingDuring our conversation with a panel of marketing experts, we explored the power of emotional marketing strategies in B2B campaigns. We delved into the benefits of employee advocacy and the potential of individuals taking on dual roles as both consumers and business representatives to promote products within their social circles. Our discussion also covered the significance of integrating multiple platforms to optimise marketing efforts and the impact of AI on the future of digital marketing.Thank you to the panel for your collaboration:Agustina Caprino, Digital Marketing Senior Lead at BCG...
2023-06-0745 min
B2B Marketing FuturesE4: What drives growth in B2B, the convergence of B2B with B2C and more.The landscape of B2B marketing is evolving rapidly, with multiple factors influencing its growth and direction, such as demand forces and brand investment. In this episode, we explore various perspectives and insights from experts, such as the convergence of B2B and B2C marketing trends, the role of technology, and the importance of building long-term relationships. We also delve into the challenges and opportunities B2B marketers face, adapting to AI, and addressing the click culture in digital advertising. By understanding these factors, businesses and marketers can gain insights to navigate the changing B2B marketing landscape...
2023-05-1543 min
B2B Marketing FuturesE3: Content quality, brand personality, data analysis, creativity and more.During this virtual round table, we discussed different topics related to B2B marketing. It explores insights from experts in the field about the importance of content quality, data analysis, and cultural differences regarding personal data sharing. We also discussed the lack of creativity among decision-makers in this sector, as well as strategies that can help companies improve their ad effectiveness while creating an effective brand personality. Read on to learn more about these topics and how to use them to your advantage in this report.Thank you Adam Davies, Anne-Catherine Kaiser, Carolina Costa, Claire Lambert...
2023-05-1544 min
B2B Marketing FuturesE2: Purporse Centric B2B Marketing, New Channels, Ad Tech and more.Over the past four years, B2B digital advertising spending has followed a similar trajectory as that of B2C during the beginning of its rise to prominence. Which enabled tech giants such as Google, Facebook and Twitter to become some of today's most influential companies worldwide.Will this trend continue? If so, US spending on B2B digital marketing could reach $42 billion by 2030 – creating an entire industry from scratch. A range of new jobs and skill sets will be generated; alongside numerous emerging technologies & trade patterns - who knows what major players will dominate the ma...
2023-05-1248 min
B2B Marketing FuturesE1: Making LinkedIn ads work for you?Would you like to know how to make LinkedIn ads work for you?CMOs and marketing directors from top companies and brands consider LinkedIn the most effective platform for B2B lead generation. But LinkedIn ads are not cheap. And many CMOs find that they don't have the in-house expertise to get the most out of their investment. That's why we invited 6 top LinkedIn experts to share their experiences and tips in a recent podcast episode. You'll learn techniques to:-Target your audience-Set your goals and budget-Create...
2023-01-0644 min